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The Efficiency Of Promotional Instruments Related To The Product Life Cycle Stages

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Author Info

  • Mihaela Marcu

    ()
    („Transilvania” University of Braşov, Romania)

  • Cristina Gherman

    ()
    („Babes-Bolyai” University of Cluj-Napoca, Romania)

Abstract

Regarded as a planning tool, PLC (product life cycle) strongly contributes to the identification of the main marketing challenges that may arise throughout the life of a product/service. Thus, the marketing management has the opportunity to develop and implement those solutions designed to optimize each of the 4P of marketing mix: product (quality), price, distribution (placement) and promotion. The communication program has an essential role, because the company presents through it its "product" to actual or potential customers in order to convince them of the benefits of purchasing/using it. The efficiency of the promotional instruments involves an appropriate allocation of funds needed to promote the product/service in relation to the stage of its life cycle.

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File URL: http://upet.ro/annals/economics/pdf/2010/20100118.pdf
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Bibliographic Info

Article provided by University of Petrosani, Romania in its journal Annals of the University of Petrosani - Economics.

Volume (Year): 10 (2010)
Issue (Month): 1 ()
Pages: 169-176

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Handle: RePEc:pet:annals:v:10:y:2010:i:1:p:169-176

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Web page: http://www.upet.ro/

Related research

Keywords: PLC; product; promotion; market share;

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Cited by:
  1. VASILE Adrian & BALINT Antoniu Ovidiu & COSTEA Carmen, 2013. "An Inquiry Into The Characteristics, Applicability And Prerequisites Of Intelligent Management Solutions In Logistics," Revista Economica, Lucian Blaga University of Sibiu, Faculty of Economic Sciences, vol. 65(6), pages 225-236.

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